Etam |
Shoppable Runway Show

The Etam Live Show featured a wealth of new lingerie items and pyjamas. The objective was to enable seamless shopping from the Show Film on the Etam website imminently after the show. The Challenge was to build the shoppable video experience in a short timeframe, and including a direct add to basket function from the video with automatic optimisation across different markets for languages and currencies.

A bespoke Etam branded shoppable video player template was created for the fully integrated shoppable runway experience. Once the final 21min video edit was finished, the shoppable video was built and embedded on the Etam homepage. Viewers were able to click on the looks on the video to open a popup with all the relevant items, with the ability to choose their size and add the item to their basket without leaving the video. The video also featured a carousel which included all the looks in the video.

The campaign was launched hours after the show and was a success with high engagement across the video. In terms of how consumers used the video, 59.0% of clicks were on the looks on the hotspots on the video and 25.6% of clicks on the carousel with all items. The markets with the highest CTR were the US, UK, Brazil, and Germany.